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Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ...
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False Advertising
False advertising is defined as the act of publishing, transmitting, or otherwise publicly circulating an advertisement containing a false claim, or statement, made intentionally (or recklessly) to promote the sale of property, goods, or services. A false advertisement can be classified as deceptive if the advertiser deliberately misleads the consumer, rather than making an unintentional mistake. A number of governments use regulations to limit false advertising. Types of deception False advertising can take one of two broad forms: an advertisement may be factually wrong, or intentionally misleading. Both types of false advertising may be presented in a number of ways. Photo manipulation Photo manipulation is a technique often used in the cosmetics field and for weight loss commercials to advertise false (or non-typical) results and give consumers a false impression of a product's capabilities. Photo manipulation can alter the audience's perception of a product's effecti ...
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Tobacco Advertising
Nicotine marketing is the marketing of nicotine-containing products or use. Traditionally, the tobacco industry markets cigarette smoking, but it is increasingly marketing other products, such as electronic cigarettes and heated tobacco products. Products are marketed through social media, stealth marketing, mass media, and sponsorship (particularly of sporting events). Expenditures on nicotine marketing are in the tens of billions a year; in the US alone, spending was over US$1 million per hour in 2016; in 2003, per-capita marketing spending was $290 per adult smoker, or $45 per inhabitant. Nicotine marketing is increasingly regulated; some forms of nicotine advertising are banned in many countries. The World Health Organization recommends a complete tobacco advertising ban. Effects The effectiveness of tobacco marketing in increasing consumption of tobacco products is widely documented. Advertisements cause new people to become addicted, mostly when they are minors. Ads al ...
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Advertising Agency
An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well. Typical ad agency clients include businesses and corporations, non-profit organizations and private agencies. Agencies may be hired to produce television advertisements, radio advertisements, online advertising, out-of-home advertising, mobile marketing, and AR advertising, as part of an advertising campaign. History The first acknowledged advertising agency was William Taylor in 1786. Another early agency, started ...
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Advertising Campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences. The campaign theme is the central message that will be received in the promotional activities and is the prime focus of the advertising campaign, as it sets the motif for the series of individual advertisements and other marketing communications that will be used. The campaign themes are usually produced with the objective of being used for a significant period but many of them are temporal due to factors like being not effective or market conditions, competition and marketing mix. Advertising campaigns are built to accomplish a particular objective or a set of objectives. Such objectives usual ...
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Omnicom Group
Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City. Omnicom's branded networks and specialty firms provide services in four disciplines: advertising, customer relationship management (CRM), public relations and specialty services. The services included in these disciplines are media planning and buying, digital and interactive marketing, sports and events marketing, field marketing and brand consultancy. Omnicom Group was ranked as one of the four largest advertising agencies in the world by ''The New York Times'' in 2002. In 2014, Omnicom was considered the second largest advertising holding company by ''The Wall Street Journal''. The company employs more than 77,000 employees in over 100 countries worldwide. History In 1986, Allen Rosenshine, Keith Reinhard and John Bernbach (son of William Bernbach) co-created Omnicom in a three-way merger of BBDO Worldwide, Doyle Dane Bernbach and Needham Har ...
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The Interpublic Group Of Companies
The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a number of independent specialty agencies in the areas of public relations, sports marketing, talent representation, and healthcare. It is one of the "Big Four" agency companies, alongside WPP, Publicis and Omnicom. Phillippe Krakowsky became the company's CEO on January 1, 2021. History On October 2, 1930, IPG was founded in New York City as McCann-Erickson, when H.K. McCann Co. (founded in 1911) and Erickson Co. (founded in 1902) merged. At the time, it was the largest agency in the ad industry. In 1960, McCann was restructured into four operating units, each reporting to a new holding company. The four units were McCann-Erickson Advertising (U.S.), McCann-Erickson Corp. (international), McCann-Marschalk and Communications Affiliates. ...
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Dentsu
Dentsu Inc. ( ja, 株式会社電通 ''Kabushiki-gaisha Dentsū'' or 電通 ''Dentsū'' for short) is a Japanese international advertising and public relations joint stock company headquartered in Tokyo. Dentsu is currently the largest advertising agency in Japan and the fifth largest advertising agency network in the world in terms of worldwide revenues. Dentsu does business with almost every major institution in Japan, accounting for about 28 percent of the national advertising budget. Its connections to the government are so tight that ''The New York Times'' referred to Dentsu as "the unofficial communications department of the governing Liberal Democratic Party", and it has also been likened to the CIA on account of its reach. History Dentsu was originally established as and by Hoshiro Mitsunaga. In 1906, Telegraphic Service Co. became . The next year, Japan Advertising Ltd. merged with Japan Telegraphic Communication Co., Ltd. to create advertising and communicatio ...
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Madison Avenue
Madison Avenue is a north-south avenue in the borough of Manhattan in New York City, United States, that carries northbound one-way traffic. It runs from Madison Square (at 23rd Street) to meet the southbound Harlem River Drive at 142nd Street. In doing so, it passes through Midtown, the Upper East Side (including Carnegie Hill), East Harlem, and Harlem. It is named after and arises from Madison Square, which is itself named after James Madison, the fourth President of the United States. Madison Avenue was not part of the original Manhattan street grid established in the Commissioners' Plan of 1811, and was carved between Park Avenue (formerly Fourth) and Fifth Avenue in 1836, due to the effort of lawyer and real estate developer Samuel B. Ruggles, who had previously purchased and developed New York's Gramercy Park in 1831, and convinced the authorities to create Lexington Avenue and Irving Place between Fourth Avenue (now Park Avenue South) and Third Avenue in order to ...
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WPP Plc
WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It was the world's largest advertising company, as of 2019. WPP plc owns many companies, which includes advertising, public relations, media, and market research networks such as AKQA, BCW, CMI Media Group, Essence Global, Finsbury, Grey, Hill+Knowlton Strategies, Mindshare, Ogilvy, Wavemaker, Wunderman Thompson, and VMLY&R. It is one of the "Big Four" agency companies, alongside Publicis, Interpublic Group of Companies, and Omnicom. WPP has a primary listing on the London Stock Exchange, and is a constituent of the FTSE 100 Index. On 14 April 2018, Martin Sorrell retired 33 years after founding the company. Roberto Quarta is chairman. Mark Read is CEO. History The company was founded as Wire and Plastic Products plc to manufacture wire shopping baskets in 1971. In 1985 Martin Sorrell and Preston Rabl, searchi ...
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Publicis
Publicis Groupe is a French multinational advertising and public relations company. One of the oldest and largest marketing and communications companies in the world by revenue, it is headquartered in Paris. After 1945, the little-known Paris-based advertising agency grew rapidly, becoming the world's fourth-largest agency. It was a leader in promoting France's post-war economic boom, especially the expansion of the advertising industry; it was successful because of its close ties with top officials of the French government, its clever use of symbols to promote itself, and its ability to attract clients from widely diverse growing industries. It is one of the "Big Four" agency companies, alongside WPP, Interpublic and Omnicom. Publicis Groupe S.A. is headed by Arthur Sadoun, and its agencies provide digital and traditional advertising, media services and marketing services (SAMS) to national and multinational clients. History The company was founded by 20 year old Marcel ...
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Soap
Soap is a salt of a fatty acid used in a variety of cleansing and lubricating products. In a domestic setting, soaps are surfactants usually used for washing, bathing, and other types of housekeeping. In industrial settings, soaps are used as thickeners, components of some lubricants, and precursors to catalysts. When used for cleaning, soap solubilizes particles and grime, which can then be separated from the article being cleaned. In hand washing, as a surfactant, when lathered with a little water, soap kills microorganisms by disorganizing their membrane lipid bilayer and denaturing their proteins. It also emulsifies oils, enabling them to be carried away by running water. Soap is created by mixing fats and oils with a base. A similar process is used for making detergent which is also created by combining chemical compounds in a mixer. Humans have used soap for millennia. Evidence exists for the production of soap-like materials in ancient Babylon around 2800 BC. ...
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Edward Bernays
Edward Louis Bernays ( , ; November 22, 1891 − March 9, 1995) was an American theorist, considered a pioneer in the field of public relations and propaganda, and referred to in his obituary as "the father of public relations". His best-known campaigns include a 1929 effort to promote female smoking by branding cigarettes as feminist "Torches of Freedom", and his work for the United Fruit Company in the 1950s, connected with the CIA-orchestrated overthrow of the democratically elected Guatemalan government in 1954. He worked for dozens of major American corporations including Procter & Gamble and General Electric, and for government agencies, politicians, and nonprofit organizations. Of his many books, '' Crystallizing Public Opinion'' (1923) and ''Propaganda'' (1928) gained special attention as early efforts to define and theorize the field of public relations. Citing works of writers such as Gustave Le Bon, Wilfred Trotter, Walter Lippmann, and Sigmund Freud (his own double u ...
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